Abstract The business world nowadays has changed rapidly on the market intelligence and its environment owing to the high technology. However, one element remains unchanged in view of managing an enterprise. It is to meet customers¡¦ needs. The research focuses on exploring consumers¡¦ inner intentions such as purchasing behavior, satisfaction and loyalty to the merchandise through observing the product of second generation crystal natural soap. Qualitative and quantitative research methods are adapted simultaneously in the research through interviews and questionnaires. Further intentions of customers based on the purchasing behavior, customers¡¦ satisfaction and consumers¡¦ loyalty are discussed in the research in order to find out the relationship between each facet. The research offers a conclusion and suggestions on the target market and the customer value at the end. Through the analysis and some proposals, the goal of the study presents a possibility for enterprises to meet their customers¡¦ needs by understanding their customers and the change of the market. The enterprises need to find out the different needs of customers in order to provide an effective way to promote their products and enhance their competitiveness in the market, which is the advantageous way to run an everlasting business. By Lo¡Awen chung Key words : Consumer behalf ¡Acustomer satisfaction ¡Acustomer loyalty